It gets to a point where it does become a joke. Commonwealth Bank, the bank that is determined to be different are showing their point of differentiation in the market place by lifting its mortgage rate by more than the latest Reserve Bank increase.

Wayne Swan expects customers will be “furious” and he will soon be delivering a package that will make it easier for borrowers to switch banks if they are not happy, so they can “vote with their feet”.

I guess CBA are looking at recouping some of their costs from Goodby, so they’ve deemed this the first step.

A market research session I’m attending tonight has requested that I pull together two examples of brand/marketing comms that have impressed me in recent times. I’ve singled out a selection of TVCs here, there’s many more that come to mind that are certainly brilliant, however the product that they are advertising doesn’t appeal to me (viz. Pure Blonde beer and Carlton Draught’s “Big Ad“).

Snooze have recently rebranded from Cap’n Snooze. Losing the “Sale! Sale! Sale!” approach of years gone by, they’ve changed tack and pursued the viewer from an emotive angle. Sleep is something we all need, and whilst we are sleeping, we’re both completely oblivious and defenceless to the world around us. An apt choice of music with “Mad World” by Tears for Fear, sung by Gary Jules – however, the use becomes perhaps unintentionally interesting due the association with the cult-film Donnie Darko.

Tourism Victoria have it nailed. I continually love the campaigns that are produced. Their almost Bohemian approach to enticing people to their wonderful state is displayed through their chic, yet esoteric television commercials. Run Rabbit Run was an ad you either loved or hated. The backing soundtrack to this piece was a quirky piece of 1930s fun (incidentally, the song was popular during World War II when the lyrics were changed to Run Adolf!) orginally poking with a butler who has a somewhat creepy or cheeky disposition – depending on your point of view. The second, The Labyrinth (losely based on the Greek story of Ariadne and Theseus) isn’t as in your face as the first, but it takes a walk through the streets and alleys of Melbourne – however it’s the music – Joanna Newsom’s “Sprout and the Bean” that once again brings this ad to life.

Run Rabbit Run

The Labyrinth

Ouch! Taking the corporate brand to a new level. I could just see the religious brand-whores out there… Concept by M. Leak.

On another level, it reminded me of a scene from the movie Jarhead. If you’re not familiar with the movie, Jarhead is a Gulf War memoir by author Anthony Swofford aka Swoff. This movie (and book on which the movie was based) recounts Swofford’s enlistment and service in the United States Marine Corps during the First Gulf War, in which he served as a scout sniper.

Swoff (Jake Gyllenhaal) is assigned to C Company upon his arrival at the Marine base. On entering the barracks, he finds other Marines struggling to use a homemade USMC brand on a guy’s leg. After they finish, they move on to Swoff. Struggling, he passes out as the brand hits his skin. When he wakes up, it is explained to him that he has to earn the brand; the whole thing was a show, for his benefit.

View the trailer below.